- Nestlé: No Nuts No Glory
THE CHALLENGE:
As often as people say “Yes!” to snacks, Nestlé discovered that consumers were saying “No!” to their Nestlé Nuts bar. Heavy competition from Snickers had something to do with the decline in Nestlé sales, as did Nestlé Nuts’ positioning as a traditional ‘happy families’ brand. But whatever the cause of the product’s slide from grace, Nestlé knew that it had to make a bold change, not only in the way Nestlé Nuts were marketed but in the way the product was positioned in a marketplace crowded with confectionery products vying for the consumer’s attention.
THE PROCESS:
Synecticsworld realized that the first step was to find a new positioning for the nougat and hazelnut bar, so they organized a workshop. But while Nestlé’s previous marketing efforts had focused on the nuclear family, the Synecticsworld team instead brought in a group of young teenagers who enthusiastically shared their insights, one of which led to a surprising revelation, ‘The target audience for Nestlé Nuts is young, rebellious, street-wise football fans with ‘anarchic’ tendencies.’
THE RESULTS:
Nestlé took the insights they gained from the Synecticsworld-led session and developed an advertising strategy that was so successful that not only did sales of Nestlé Nuts double but their street smart advertising campaign “No Nuts – No Glory” won a prestigious award at the Cannes Lions International Advertising Festival, the leading international event for the advertising community.
Despite the fact that the nougat and hazelnut bars are only marketed in the UK and selected parts of Europe, Nestlé Nuts enjoy a cult status with fans from all over the world.
